Signage firm hooks up with electronic shopping cart play

From Media Post:

AT A TIME WHEN MADISON Avenue is becoming increasingly focused on the “last 10 yards” of media, two divergent players in the world of in-store advertising are teaming up for a test that would surround shoppers with an ambient, multimedia advertising and marketing experience. The test, which will rollout in a sample of supermarkets owned by The Stop & Shop Supermarket Co., will combine the place-based programming of InStore Broadcasting Network (IBN) with personalized shopping media developed by Cuesol. The alliance, which will be announced officially today, is an extension of a “perfect media” concept developed by IBN, which seeks to surround and synchronize consumers with media throughout their retail shopping experience.

During the Stop & Shop tests, IBN will deliver synchronized advertising messages via its audio and video platforms in the store, which will be combined and integrated with Cuesol’s technology, a high-tech shopping cart equipped with a digital personal shopping assistant dubbed the “Shopping Buddy.”

“We can run perimeter channels, as well as individual aisle channels with screens,” said long-time retail media vet Jim Deveau, who recently joined IBN as senior vice president-marketing. Using the technology, he said, IBN can synchronize audio and/or video advertising messages so that they relate to specific aisles or sections in the store, or even have the entire place-based media coordinate the same message at the same time.

Under the agreement, IBN will handle media sales and content for the combined IBN/Cuesol system.

Terms of the deal and the duration of the test were not disclosed, but if successful, the companies are expected to roll the concept out throughout Stop & Shop, as well as in other supermarket chains.

I certainly like the idea of divergent media plays hooking up, as I can’t imagine two or perhaps many different media sales guys all trying to pitch the same environment. I don’t know the whole e-shopping cart thing very well, other than the fact that you don’t exactly see them all over the place.

I’m guessing that owes to cost (this is an IBM gadget and appears to require a bunch of technology to pull things together) and durability (shopping carts get the crap beat out of them daily, and somehow the things need to get batteries recharged regularly).

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